2024 RAD Awards Winners Revealed
January 29, 2024The 34th annual RAD Awards, which champion the very best in recruitment marketing and employer branding, announced this year’s winners at a gala event held in London on January 25, 2024.
The winning entries across 20 categories for 2024 showcased the most innovative and effective solutions in talent acquisition, retention and employer branding, from the past year, from agencies in partnership with their clients and in-house teams.
Royal Mail Group and ThirtyThree won the RAD Award for the Equality, Diversity and Inclusion category, sponsored by myGwork, for their Generation Change campaign. With an ageing workforce, Royal Mail needed to attract more young people into the business and show the pride of real postmen and women in their work. This winning campaign, features short videos showing three young employees in everyday situations that generated more than 11.5 million impressions on Facebook and TikTok. According to the Judges, “a sense of community shone through in this entry, as well as a clear understanding of their audience.”
Royal Mail Group and ThirtyThree scoop the RAD Award for the Equality, Diversity and Inclusion category, sponsored by myGwork, for their Generation Change campaign. Image credit: RAD Awards
Several of myGwork’s corporate partners scooped a RAD Award this year, including EY, Currys, Lloyds Banking Group and BT. EY’s Adventure Awaits campaign, created with Radancy, scooped the RAD Award for the Digital Experience for Early Talent category. The pandemic left many young people feeling unprepared for the world of work, and EY wanted to address some of the challenges they faced. The consultancy came up with a virtual careers centre encompassing job and wellbeing advice. The judges said this was a great example of an employer stepping in to solve a societal problem, describing it as a “unique digital platform.”
Currys and Tonic, won the RAD Award for the integrated category, for their 'Get Real Behind the Wheel' campaign. Currys was faced with a huge shortage of HGV drivers and needed to attract a new generation of recruits across the UK. Using van cameras, it created films of eight real employees, capturing the fun reality of being a driver and part of an on-the-road team. The campaign smashed Currys’ recruitment targets and gave an honest picture of what the job entails. The judges said “the films showed clear direction and very strong results.”
BT and Ph.Creative scooped the award for the employee engagement category for the BT CAPSLOCK campaign. Cybersecurity needs more women and people from ethnic minorities, and BT wanted to address that imbalance. The CAPSLOCK programme and accompanying film campaign sent out a message that any BT employee could learn new skills and grow their career in cyber. The judges hailed it an “excellent initiative that showed real commitment to its workforce.”
Lloyds Banking Group and Experience won the RAD Award for the events and experiential category, for the ‘Imagine What’s Next' campaign. The bank knew it needed to stand out in a crowded market, especially when it comes to engaging students on campus, so it came up with a futuristic installation where students could imagine their digital future in a fully immersive experience. This entry was hugely popular with the judges, who said it was a "unique approach with strong results."
The myGwork team and partners at the 2024 RAD Awards. Image credit: myGwork
This year's RAD Awards, were supported by organizations such as myGwork, LinkedIn, Totaljobs, Personnel Today, Indeed, Glassdoor, CV Library and many more. The full list of all 2024’s winners, by category, include:
Work of the Year
- Campaign: Stop the Bus
- Client: New Horizon Youth Centre
- Agency: Havas People
Equality, Diversity and Inclusion
- Campaign: Generation Change
- Client: Royal Mail Group
- Agency: ThirtyThree
Graduate Campaign
- Campaign: Let’s Start Doing
- Client: Newton
- Agency: Tonic
Candidate Experience
- Campaign: Security Officer Candidate Portal
- Client: Heathrow Airport
- Agency: TMP Worldwide, a PeopleScout company
In-house Employer Brand Team of the Year
- Campaign: #WeAreJET Employer Brand Team
- Client: Just Eat Takeaway.com
- Agency: In-house
Creative Ideas
- Campaign: Stop the Bus
- Client: New Horizon Youth Centre
- Agency: Havas People
Innovation
- Campaign: Finding Kloos
- Client: Secret Intelligence Service (MI6)
- Agency: Stafford Long
Digital Experience for Early Talent
- Campaign: Adventure Awaits
- Client: EY
- Agency: Radancy
Integrated Campaign
- Campaign: Get Real Behind the Wheel
- Client: Currys
- Agency: Tonic
Early Careers Attraction
- Campaign: Accountancy Got Me Here
- Client: ICAEW
- Agency: Pink Squid
Single Use of Video
- Campaign: Working at DJI, There’s More Than Meets the Eye
- Client: Dienst Justitiële Inrichtingen (Dutch Judicial Institutions Service)
- Agency: SteamTalmark
Employee Engagement
- Campaign: BT CAPSLOCK
- Client: BT
- Agency: Ph.Creative
Use of Research & Employer Branding
- Campaign: Flutter People Expo
- Client: Flutter
- Agency: Chatter Communications
Employer Brand – International
- Campaign: We Power Possible
- Client: adidas
- Agency: Havas People
Employer Brand – National
- Campaign: Moments Made
- Client: Alshaya Group
- Agency: Pink Squid
Use of Social
- Campaign: Hogan Lovells Graduate Recruitment Social Strategy
- Client: Hogan Lovells
- Agency: sb.inc
Use of Technology
- Campaign: Talent Acquisition Cloud
- Client: Barclays
- Agency: Radancy
Employer Website
- Campaign: British Army Recruitment Website
- Client: Capita for the British Army
- Agency: Great State
Video Campaign
- Campaign: F is for Family
- Client: Metropolitan Police
- Agency: Tonic
Events and Experiential
- Campaign: Imagine What’s Next
- Client: Lloyds Banking Group
- Agency: Experience
Visual Craft
- Campaign: The Game of Kent Life
- Client: Kent County Council
- Agency: TMP Worldwide, a PeopleScout company
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